How has electronic journalism contributed to the decline in party loyalties?
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The main way in which electronic journalism has done this is by allowing candidates to develop personal followings. Before the advent of electronic journalism, candidates depended largely on party organizations. The parties provided the volunteers who would canvass for the candidates. The parties’ endorsement signaled to people that they should support a given candidate. Candidates therefore relied on the parties. With the coming of electronic journalism, this changed. Candidates could appeal to voters more directly. Voters could be won over by the personal attributes of the candidates as they saw those candidates on TV. This allowed candidates to be less dependent on the parties and thereby made them less loyal to those parties.
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